How to Take “Stock” Marketing Strategies and Make Them Your Own

Have you ever felt like you were being asked to be manipulative, or inauthentic in order to market yourself?

This is a pretty common complaint amongst coaches, and as a result they don’t feel good about the marketing and selling part of their business – which is essentially the lifeblood of any business.

Here’s the thing, coaches do the most self development work out of pretty much any type of job, in any other type of profession you’re not ever going to get to know yourself as well as a coach does.

You know yourself so well. You know your strengths. You know your values. You know how to overcome limiting beliefs and mindset and all of those things that make coaches so powerful. Yet, when it comes to selling and marketing, all of those things go right out the window.

What it comes down to is, marketing and sales can be uncomfortable. It can be uncomfortable drawing attention to yourself. And I totally get that. So, what I want you to do is think about things in a different way.

You may have purchased templates, blueprints, courses that give you swipe files, copy that you can use in your campaigns. And of course it’s tempting to take them and use them out of the box, after all they’ve been proven to work as-is. You wouldn’t want to lose the integrity of the strategy that you are purchasing and implementing.

Yet, you still need to make it your own.

If you are following a blueprint or following a structure that was given to you but you’re not making it your own, it’s probably not going work very well for you.

The reason being, it was built around that person’s personality, that person’s values. And, quite frankly, that person’s product. Yours is different.

So how can you bring yourself into the strategy? And I’m going to give you one way to do that today. And that is, to take the template, take the blueprint, take whatever it is that you’re working with, and ask yourself “what is the underlying strategy?”

For example, if you are creating a series of cart closing emails. Meaning, you did a launch, you gave all the value that you could give, and now it is time to actually ask for the sale. You go through the cart sequence and, as you know, there’s a lot of scarcity, scarcity, scarcity, “cart is closing immediately”, blah blah blah. Everyone’s sick of hearing that. They hear it over and over again. You just become part of the noise if you say those words word for word.

What I want you to do is take a look at your personality and things that you enjoy in your life. And consider how you could create that same feeling of scarcity with a different story behind it.

So, instead of saying, “You’re going to miss out. You’re not taking your business seriously if you aren’t taking action. Blah blah blah,” like everyone else. What would be a scenario in your life where you are rushing someone out the door or you are rushing out the door, and what was at stake?

As an example, let’s say you and some friends are getting ready for a girls night out and Josie is in the bathroom still doing her hair but the Uber’s here. You’re all ready to go, but Josie is holding up the works.

Could you create a story around that? And work that into creating the scarcity?

Something like: “Hey, we’ve got a great of women. We are ready to go. The Uber’s here. We’re going to go dancing. Notice that you haven’t signed up yet. And I don’t want you to be stuck in the bathroom doing your hair while we are out having a total blast.” Something like that, except of course make it more about your product instead of a girls night out.

Another example since I’m not really the girl’s night out kind of girl at this point in my life considering I have two small children.

Every morning, I’m rushing out of the door with the kids for preschool and daycare which is basically the same thing, right? So if I was using this scenario I could tell a story about the morning, just a few sentences about the craziness that happens when you’re getting ready to leave the house. And “Oh! I thought of you because I’m about to start this class. I want to make sure that you get started on time so that you’re integrated into the group. And you can get the absolutely most out of it. You don’t feel like you’re catching up. By the way, the cart’s closing tonight. Make sure that if you’re committed to doing this that you get in by then.”

Make sense?

So, just to recap. When you’re purchasing templates, blueprints, or swipe copy that other people are using, ask yourself what the underlying the strategy is of that particular piece (usually they’ll explain it in the training material). Then take that “why” and create that same feeling, whether it’s the urgency, excitement, fear, or the feeling of “obviously this is the most logical choice.” Then, think of a scenario in your life that aligns with your values that you could use to tell a story that creates that same feeling.

I think you’ll find that you’ll not only feel more in alignment with yourself when marketing and selling, but you’ll also have a much better end result.

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The Land of Brand® is where trailblazing coaching brands are born. We’ve helped dozens of coaches define, design and deliver their brands, from startups to well-known leaders. Led by Holly Chantal and a team of seasoned branding experts and coaches, The Land of Brand® creates unique solutions for our clients, solutions that stand out and take their business to new heights.